Case Study: Taking a Dud Website to a Lead Generating Machine

lead generating

Today I'll talk about taking a website that's a branding eyesore or a postcard, in short a dud, to being: a Lead-Generating Machine! That's leads, as in prospects... not lead as in metal. After many years of researching and working on website copy and content, I finally created a webinar with a live website case study (which I pick apart). What I look at in a website content review goes quite deep. First, it looks at logical reader progression - does the website copy flow normally and easily down the page? Are the important parts hidden away or are they nice and clear? We need to find out WHO you are talking to and what language to use. That's how...

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How to Market a Business in Professional Services

how to market a business

My oracle suggested that 110 Australians monthly want to know “How to Market a Business”. So I thought I’d outline the best ways to market a professional services business, because honestly it’s a lot different advice than for an online retail shop, a wholesaler, or a software product. So – as I’ve seen in professional services, there are two main ways that people find out about them: A street presence, including vehicle signage, office signage, etc. Word of mouth, including all referrals   For accountants, lawyers, architects, quantity surveyors and the like, marketing must seem like a mystery akin to a magic genie. But really, it’s not venturing into the mystical – you can use logic in marketing any business....

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Integrated Marketing Strategy

integrated marketing strategy

When you have an integrated marketing strategy, you can drive your online marketing program with confidence. That means planning on paper, including mapping out a purpose statement, value statements, customer personas (or segmenting), calculating customer lifetime value, and defining ways to improve and narrowly target all marketing material. Internally-directed marketing strategies, which many companies say they lack (46% in fact!*), means that you might be: Driven by external marketing hot trends - that may not work for your audience Confusing strategy with tactics, like posting on Facebook (which is a tactic) Confused whether content and social media sharing is going to work or is working.   Starting with Value for the Client It all starts with knowing your client and...

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10 Creative Service Marketing Ideas

creative service marketing ideas

[audio m4a="https://powerofwords.com.au/wp-content/uploads/2018/07/Audio-creative-service-marketing-ideas.m4a"][/audio] Everyone in marketing is talking about customers, growth hacks, and selling more products. But if you’re a small service business, you have clients and services. Time is limited and that’s all you bill for.  Since the majority of blog talk these days is about product selling, you’ve just turned off from it.  What about new creative marketing ideas for your service…?  Here are some of the best.   Creative Service Marketing Ideas -- Quick Wins Marketing can be daunting these days. Do you start with posting images on social media?  Do you update your blog? So many options… and yet there are amazingly skilled people who are not sharing their value with people of interest. Here are a...

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Marketing Planning for Consultants

content marketing

Have you ever done the revealing process of compiling a Marketing Plan?  If you do, you'll discover what a difference it can make to your consulting business's vision, plan, and future marketing strategy. (Get a Marketing Planning Template below). People often overlook the most simple and helpful things in their rush to 'get on with it' and bring in some leads. If you're presently stuck with poor website conversion, lost leads (due to wrong market fit), or dismal numbers from advertising, then going back to the planning and targeting stage is going to help you immensely. The Government's 'My Business' tools are handy—and the best part is, they’re free.  If you haven't done a marketing plan or schedule yet, then take...

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Why is the Power of Words important?

Power of Words

More than 20 years ago I found out that some words have more powerful emotional resonance than others. These 'power words' are often used by copywriters -- usually in headlines -- to induce a subconscious reaction. Copywriting is any writing that persuades or influences. I wanted to use powerful words in client sales copy and other writing, and so, Power of Words was born. (At www.pow.net.au). Although this Unbounce article on power words believes that 'easy' and 'bargain' are both power words; these never appeared in the original list of the most powerful English words by the psychology department at Yale University. Here are the 10 power words: FREE YOU* LOVE DISCOVER GUARANTEE SAVE SAFETY NEW HEALTH POWER * The no.1 most powerful word found in studies Also worth a mention, when you...

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Sales Conversion Principles

Yes conversion principles

Understanding sales conversion principles is a necessity in any profitable business. This is because if you understand which types of media and messages get a good response, you can focus more on these and save by culling the non-performing avenues. Plus, once you get beyond a simple solo operation, tracking all print ad responses, social media activity and email mailout responses can be a little daunting. Some questions you should ask yourself are: Where are my main clients coming from? Specifically, what percentages are from referrals, advertising, and content... and what medium has proven the best for us? Which ads and articles just aren't working? Let's remove or edit these. Perhaps try a new headline in newspaper/print ads instead of...

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